Product Vs. Service War: What Next? A Case Study of Japanese Beverage Industry Perspective
Product Vs. Service War: What Next? A Case Study of Japanese Beverage Industry Perspective
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产品对比
DOI：
10.1007/978-3-319-62698-7_15
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发表时间：
2017
期刊：
影响因子：
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通讯作者：
Chris Wai Lung Chu
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文献类型：
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作者：
Zahir Ahamed,Akira Kamoshida. H.M.Belal;Chris Wai Lung Chu
产品，服务或服务化概念;这些天对营销人员来说已经没有什么新鲜事了。从历史上看，市场的发展每隔10年就会从一个阶段转向另一个阶段。从20世纪50年代到90年代，市场专家们的工作重点分别从产品生产转向产品质量，从销售转向营销方式，从产品维护转向服务导向。2000年代中期，日本饮料行业实现了一次重大变革，许多领先企业都在进行业务多元化，并进入竞争对手的核心业务领域。其结果是，市场很快被淹没，因为同类产品和服务集成概念在2010年代初成为营销人员的焦点。然而，今天，软饮料制造商提供的服务不能单独将公司与竞争对手区分开来，迫使他们重新思考其商业战略，并寻找长期可持续发展的新机制。因此，本文旨在更准确地审视当前的市场状况，识别价值缺陷，并提出一个概念性的“关系商业模式”。数据来自三家领先的日本饮料公司，即可口可乐，三得利和ITO EN有限公司（CSI）。这些公司对调查的回答包括多项选择和关于当前市场形势、挑战和未来业务成功的关键因素等的开放性问题。
Products, services or servitization concept; nothing is new anymore to the marketer these days. Historically, it is observed that the development of market has been shifting from one-phase to another phase in every 10 years. Since 1950s to the 1990s, the market experts have changed their focus from the production of goods to quality of products, selling to marketing approach, and products maintenance to service orientation respectively. In mid 2000s, the Japanese beverage industry has realized a big change, while many leading companies were diversified their business-focus and entered into rivals’ core business segments. As a result, the marketplace is quickly flooded as same category products and services-integration concept became spotlight to the marketer in the beginning of 2010s. However, today the services offer by soft drinks manufacturer cannot alone differentiate the firm from its rivals that pressure them to re-think its business strategy and finding new mechanisms for long-term sustainability. Therefore, this paper aims to examine the current market situation more precisely, identifying value deficiencies, and proposes a conceptual “Relationship Business Model”. Data was collected from three top leading Japanese beverage firms namely, Coca-Cola, Suntory, and ITO EN limited (CSI). The firms’ answer to a survey included multiple choices and open questions about the current market situation, challenges, and key factors for future business success, and so on.